Objective
- Drive broad awareness and buzz around "50 Days of Giving" cause-oriented holiday campaign
- Encourage consumer engagement in the charity vote at 50daysofgiving.com
Strategy
- Negotiated and managed a partnership with Grammy Award winning music artist and philanthropist, John Legend, for an exclusive concert and special announcement of the campaign and program elements to media, participating charity organizations and high-value Western Union consumers
- Produced press event and created an exciting brand experience at The Jazz at Lincoln Center in New York City
- Leveraged partnerships with five charitable organizations to have representatives speak to the media and event attendees about the importance of giving, with a call to action to support the campaign through social media
Results
- Received 1.8 billion impressions driven by paid and earned media (Alliance did not handle PR outreach)
- Delivered above plan on forecasted transactions and quarterly revenue
- Received record repeat visits to WesternUnion.com
- Grew Western Union Facebook fanbase by 66% in seven weeks
- Entertained over 400 concert attendees and a select group for photo opportunities with John Legend, resulting in high quality impressions
